This document discusses market segmentation, targeting, positioning, and profiling. It provides details on the basis for market segmentation including gender, age, income, lifestyle, and health. It outlines requirements for effective segmentation and evaluating market segments. Targeting and positioning strategies are explained. Positioning is described as designing a company's offering and image to occupy a distinctive place in the target market's mind. Common branding mistakes are listed such as inconsistent identity, poor visuals, not training employees, and failing to focus on the core service.

2. Market
segmentation
Targeting
Positioning
Profiling

5. Basis of Market Segmentation
Gender
Age group
Income
Lifestyle
Health
Condition

6. Requirements for Effective Segmentation
Measurable
Accessible
Substantial
Differentiable
Actionable
Size, Purchasing Power, And Profiles
Effectively reached and served
Profitable enough to serve
Conceptually distinguishable
Attracting and serving the segments

7. Evaluating Market Segments
Segment
Size
Segment
Growth
Segment
Attractiveness
Company
Objectives
& Resources

8. Segment Attractiveness
Competition
Substitute
Products
Power of
Buyers
Power of
Suppliers

9. Targeting
Targeting is the selection of the target Market/
individuals we want to win over for a
particular product/ service.

10. 7-10
practice of
tailoring
products

11. Choosing a Targeting Strategy Depends on:
Company Resources
Product variability
Market variability
Product life-cycle stage
Competitor’s marketing strategies

14. Positioning is the
act of designing
the company’s
offering and image
to occupy a
distinctive place in
the target market’s
mind”
Product positioning

15. Market Share
Importance of customer mind

16. “The Battle is won in the Mind”
FeelingsImpressions
Perceptions

17.  Product Can be absent from mind
 Struggling for a “place” in the mind
 Prominently positioned in the mind
Positioning maps show consumer perceptions of their brands
versus competing products on important buying dimensions
Positioning maps

18. Low Quality High Quality
ExpensiveLessExpensive
Positioning map

19. Which Differences to Promote.
Important
Distinctive
Superior Communicable
Preemptive
Cannot easily copy
Affordable

20. Value Propositions
Price
Benefits
More Same Less
More
Same
Less
Winning
Value
Propositions
Losing Value
Propositions

21. Developing a Positioning Statement
Concept
&
Point of
Difference
Target
segment
and need
Brand
To Our
is
that

22. Brand
For World Wide Web users
who enjoy books
Amazon.com
is a retail bookseller that provides
instant access to over
1.1 million books
Amazon.com provides a combination of
extraordinary convenience, low prices,
and comprehensive selection.

23. Target segment
and need Brand Concept Point of
Difference
Style on
a budget.
Volvo
is
Volvo is the
family
automobile
that
offers maximum
safety.
For upscale
American
families

24. Target segment
and need Brand Concept Point of
Difference

25. BRAND
A name, term, design, symbol, or combination of
these elements that identifies a product and
distinguishes it from its competitors

26. Elements of a brand
Brand Name
Brand Mark
Trade Name
Trade Character
Trade Mark

27. Brand Development
• Brand Strategy
• Brand Personality
• Brand Identity
--- Brand Name
--- Logo
--- Icons and imageries
--- Color
--- Typeface/ Font

28. Brand Strategy
• Story
• Trigger
• Exposure
• Experience
• Reward

29. Brand Personality
Consistent with positioning and brand strategy
Affects the brand name, logo design, icon, color
Hard boots – meant for adventure

30. Brand Identity
This is the tangible part of your brand that helps
customers to identify your brand

31. What’s the FIRST BRAND you think of when
you see this colour?

32. What’s the FIRST BRAND you think of
when you see this colour?

33. What’s the FIRST BRAND you think of
when you see this colour?

34. Brand Identity-Brand Color
• Choose a color that matches brand personality
• CMYK, RGB and Pantone codes
• Always use CMYK or Pantone for accurate printing
• Define what your brand colors are (CMYK, Pantone
code) and how they should be used

36. What’s the FIRST BRAND you think of
when you see this Letter?

37. Points for consideration:
• Consistent with brand strategy and personality
• Number of syllables
• Pronunciation and recall
• Beginning alphabet and implications
• Cultural differences
• Registered trade-names and implications

38. Brand Logo
• Easy to identify
• Easy to remember
• Unique/ differentiate
• Meaningful
• Create a unique logo

39. Tips for a good logo design
• Creative
• Simple
• Elegant & professional
• Meaningful
• Smart color choices
• Facilitates printing without issues
• Clever visual concept

40. Tips for a good logo design

43. Bad Logo

44. Bad Logo

45. The history
Apple quickly simplified their logo to a literal apple.

46. The history

49. 13 | 49

50. Brand Icon
• Easy and quick identification with product and its
purpose
• Consistent with brand personality (eg: butterfly
icon for an asthmatic inhaler)
• Recall factor

51. Slogans and Taglines
Slogan is used in advertising to create an awareness and
attract people. also called a tagline
can enhance the value and relevance of brand

52. Slogans and Taglines

53. Usual slogan Characteristics :
A concise, direct, Clear and Striking formula;
Maximum of 5 Words
Easy to remember;

54. Slogans and Taglines

58. Branding Common Mistakes
• Logo too small
• Poor contrast
• No exclusion zone
• Gets weaker from beginning to end
Inaccurate color
• Typography
• Wrong brand personality
• Altered logo/icon by designers

59. Top Ten Branding Mistakes
1. INCONSISTENT CORPORATE IDENTITY:
A company must use the same name, logo and tag
line in every contact inside and outside the company.
Ten Ways to Kill your Company Branding

60. Top Ten Branding Mistakes
2. POOR VISUALS (or no visuals)
Have a consistent visual picture and logo that comes
to represent the company
Ten Ways to Kill your Company Branding

61. Top Ten Branding Mistakes
3. NOT TRAINING EMPLOYEES
Think of your employees as potentially walking, talking
billboards. Pump them up about the name, logo and tag line
- train them to be community ambassadors in your
marketing campaign. Reward them when you find them
doing it right

62. Top Ten Branding Mistakes
4. FAILURE TO TRACK BRANDING EFFORTS
Every time someone calls your company, the person on the
phone should gently probe for how they came to call your
company. Record the answers and keep a master list. This
data should direct future marketing.

63. Top Ten Branding Mistakes
5. NOT USING EXISTING CONSUMERS, CLIENTS, PATIENTS FOR
BRANDING
WOM (word of mouth advertising).

64. Top Ten Branding Mistakes
6. LETTING MARKETING MATERIALS GET STALE
Don't use the same television or radio ad for three years —
when your materials are stale, people ignore them and tune
out your message.

65. Top Ten Branding Mistakes
7. FAILING TO FOCUS BRANDING ON THE CORE SERVICE
Sitck to communicating about your core product or service
and your unique selling proposition. Consistancy is key.

67. Top Ten Branding Mistakes
8. NOT HAVING A TAG LINE THAT IS BELIEVABLE
If the tag line doesn't match the reality for your consumer,
they will not believe it and they will kill your marketing
efforts with negative word-of-mouth comments.
Ten Ways to Kill your Company Branding

68. Top Ten Branding Mistakes
9. FAILING TO "GRAB" THE PUBLIC WITH YOUR TAG LINE
Good tag lines are usually three to six believable words that
match your core services AND have great appeal.
When Wal-Mart came up with "Always lower prices. Always"
they were telling us we were going to save money every time we
shopped in their store … not just during a sale or blue light
special ALWAYS.
Ten Ways to Kill your Company Branding

69. Top Ten Branding Mistakes
10. NOT KNOWING WHERE SUCCESSFUL BRANDING
STARTS
Successful branding starts inside the company. Only you
know your core service. Only you and your staff deliver the
message. Talk to your consumers often. Only you can catch
an employee being a good ambassador and reward them for
it.